Bavaria alliance: drinktec and BrauBeviale join forces

Messe München and NürnbergMesse establish joint venture YONTEX, further expanding their leading position in the world market for the beverage and liquid food industry

07-Jul-2023 - Germany

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The two most important international trade fairs for the beverage and liquid food industry are joining forces and thus strengthening their position on the world market: drinktec from Munich, the world's leading trade fair for the beverage and liquid food industry, and BrauBeviale from Nuremberg, the leading capital goods exhibition for the beverage industry in Europe, have merged to form the joint venture "YONTEX" as of July 1, 2023. The company is based in Nuremberg, and the new Managing Director will be Rolf M. Keller, until now Divisional Director at NürnbergMesse. Both trade fairs will continue to be independent brands, retain their names and remain as events at their respective locations in Munich and Nuremberg - under the joint umbrella of YONTEX. This makes the Free State the regulars' table for the global beverage industry and creates synergies and real added value for its trade fair customers. Albert Füracker, Bavarian Minister of State for Finance and Home Affairs: "The cooperation between NürnbergMesse and Messe München in the field of beverage technology consolidates Bavaria's leading role in this exhibition segment worldwide!"

The merger of the exhibitions drinktec and BrauBeviale in one company is the largest merger to date of two exhibition flagships in Germany, which ideally complement each other in terms of content. Both trade fairs can continue their individual growth unhindered, increase their national and international reach in terms of customer contacts and pool their resources for the benefit of their exhibitors and visitors. The managements of Messe München and NürnbergMesse are unanimous about their joint subsidiary: "We are taking advantage of a unique opportunity for both exhibition companies to position ourselves together and combine our strengths on the world market - even if we continue to compete with each other as two neighboring Bavarian exhibition venues," says Peter Ottmann, CEO NürnbergMesse Group. "We are united by a common goal," add the two Munich exhibition directors Dr. Reinhard Pfeiffer and Stefan Rummel: "With this merger, we are securing the future of drinktec in Munich and BrauBeviale in Nuremberg. Because both exhibitions want to maintain and expand their strong position in the competition-driven, global environment. Together, they can now sharpen their brand profiles and offer customers added value through the synergies." The German Federal Cartel Office has already approved this cooperation in the beverage technology trade show sector.

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BrauBeviale from November 28-30, 2023 in Nuremberg will mark the first appearance of the new company YONTEX. Both events will continue to be held at the usual locations, retain their renowned brand names and the familiar contact persons. The respective rota will also remain the same: drinktec will continue to be held every four years at the Munich exhibition center with the next date in 2025, and BrauBeviale will continue to be held annually at the Nuremberg exhibition center - with the exception of the "drinktec years". In addition to Munich, drinktec has two locations in India - drink technology India with an annual trade fair - and in China with CHINA BREW CHINA BEVERAGE, which takes place every two years.

A 19-strong team of experienced drinktec, BrauBeviale and new trade fair people will in future be the brains behind YONTEX. In addition to Managing Director Rolf M. Keller, the top management team includes Petra Westphal, previously Project Manager of drinktec and its foreign trade fairs, as Executive Vice President, Andrea Kalrait as Executive Director BrauBeviale, Markus Kosak as Executive Director drinktec Cluster and Moritz Müller as Executive Director Operations.

Support for YONTEX from associations and exhibitors

YONTEX creates real added value for its exhibitors and visitors: the reach will be greater for all customers, the distances shorter and the business potential more significant. In the future, customers will have only one central contact for all trade fair topics in beverage technology - regardless of the respective locations.

As conceptual sponsors, the associations also support the merger of the trade fairs so that in future they can appear together on the world market for beverage technology. Richard Clemens, Managing Director of the Food Processing and Packaging Machinery, Process Machinery and Equipment Association of the German Engineering Federation (VDMA): "The merger will not only strengthen Bavaria as a center for the global beverage and liquid food industry, it will further expand it!" And Georg Rittmayer, President of the Verband Private Brauereien Bayern e.V. (Bavarian Private Breweries Association), added: "This merger sets the course for the sustainable development of the two most important brewing and beverage trade fairs. Together we are now shaping the future of the beverage industry!" Approval also comes from the exhibitors, Volker Kronseder, Chairman of the Supervisory Board of Krones AG: "Now what belongs together is finally coming together. Two competent partners who together can achieve even more for the future of the industry!" Dr. Johannes T. Grobe, Managing Director of the KHS Group: "Congratulations! Two longstanding partners at eye level will now conquer the world together with us!"

Note: This article has been translated using a computer system without human intervention. LUMITOS offers these automatic translations to present a wider range of current news. Since this article has been translated with automatic translation, it is possible that it contains errors in vocabulary, syntax or grammar. The original article in German can be found here.

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